Archive for month: April, 2017

Is It Time To Update Your Brand’s Logo?

When is it a good time to update your logo? That is the question that many wrestle with in companies but there isn’t a hard and fast answer. There are a few things that can cause you to update it. These things include age, complexity, company changes, or you want to stay current with recent trends. We’ll take a look at each instance, and help you answer the above question.

The Logo Is As Old As The Company

Many people in the company, particularly those who were there from the beginning, may feel attached to the original logo. It is hard to let go of something that represents the founding of the company. However, consumers today are highly perceptive of old logo designs, which is why it’s always important to keep your up to date. More than likely you are using it with your marketing materials, so you want to make sure that a consumer’s first impression of your brand is a contemporary design.

Busy Designs Don’t Translate

One thing that you should keep in mind is simplicity over complexity. In this day and age, your logo must be able to translate online. If it is too complex and doesn’t look good on your website, that is a clear indicator that a redesign needs to happen. One of the biggest things you should think about first before redesigning is how you will use your logo. Are you going to be putting it on merchandise? Or on other sorts of promotional products? If that is the case, you will want to make sure the design can translate into different mediums, otherwise, you are going to end up with too many different designs.

Rebranding as the Company Evolves

Another great time to consider rebranding the company with your logo is if there are changes taking place with the company. These could be internal changes, moving the company a new direction, and as such, will need a new look. Perhaps your company merged with another well-known brand, and you want to take advantage of that branding opportunity. In any case, both would be great examples of why a company would want to change their logo.

Consumers Are Trend Sensitive

Consumers are very aware of what is current and what is not. The current trend for logos has been minimalist and geometric in their design. As such, something that doesn’t fit into this trend could come off aged in the eyes of consumers. However, of all of the reasons to change your logo, this one would probably be at the bottom of the list. You don’t want to have an old logo, but you also don’t want to create something that doesn’t fit with your brand just for the sake of keeping up with trends. You should only do it for this reason if it makes sense with your brand image.

Getting The Right Design

Don’t make the same mistake when you first designed your logo by hiring an amateur. Find a professional that can understand what you are looking for and deliver. This means you need to define why you want to change your logo, what you want it to convey, and what your budget is for designing this change. With these three things, you can ensure that you don’t waste any time, and get your new logo out into the world.

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Testing Your Direct Mail Campaign

There are many marketers that believe they are above testing because they have enough experience to know what works and what doesn’t. However, this sort of thinking prevents one from improving or confirming their marketing decisions. Testing your direct mail campaign should not be thought of as a one-time chore. It is a routine task that needs to be maintained because it is really the only way you can improve your campaigns, even ones that are already successful.

If It Is Already Successful, Why Test?5>

It is easy to disregard testing when your campaign is already successful. But even so, there may still be room for improvement. Moreover, for all you know, your competition may be testing a lot more and achieving greater results. In the article “Successful Direct Mail Is All in the Testing,” by Lois Geller, she tells an interesting story about how they “… developed a completely new and more expensive creative approach for a correspondence school. The client mailed it with the same offer to the same kinds of lists as the control. Our new creative brought in the same percentage of responses, so the client thanked us and said they’d stick with their cheaper control to save money.” Naturally, if you are getting the same results for more money, most would see this as a waste of money. However, the story takes an interesting twist as she continues, “Two years later our creative director ran into the client at a convention. The client said that our package had become the company’s control because, for some reason, it brought in a better class of customer, the kind of people who stick with the program a lot longer—and who are willing to pay a lot more money.” This is a perfect example of a client overlooking one of the most important metrics when testing—customer value. In this case, the client only focused on response rates rather than the quality of the customers who were responding. This is why testing when you already have a successful campaign can take your business to the next level.

What Should You Be Testing

Now that you have decided testing is a critical component to your direct mail marketing success, you need to determine what you actually need to test. According to the article “Direct Mail Testing – A/B split and multi-variable testing,” the top priorities for testing include two things: your list and the offer. The actual creative is an important component, but it should not monopolize your time. This is because the list and the offer are really going to have the most influence on your results at the end of the day.

Testing Strategies

Typically, you only want to test one element at a time. To do this, you need to establish some sort of control. So if you have a current campaign that is receiving some success, that can be your control. You can then develop a test campaign that you will send out at the same time and monitor the results. Perhaps you try different lists or a different offer. You can even try a different creative and see how it performs in comparison to your current design. This is called A/B split tests, and is the most common form of testing. If you are starting from scratch, you will just have to make an educated guess on what the best components will be and then test it. Make sure you track where all of your data so that you can make sure you are making the correct decisions based on reliable information. From there, you can combine the best elements to make an optimized campaign.

It’s Not A Chore, It’s How You Improve

Check your ego at the door. No one cares how much you know, or what success stories you’ve had in the past. What matters is in the present, and each campaign is different. From the outset, everyone must change their perception on direct mail testing. It is not a chore, but a necessity of life if you want to improve. Never stop at success, because there is always more success to be had if you are willing to put in the work.

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